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INFOSYS.110 BUSINESS SYSTEMS:

DELIVERABLE 2: BUSINESS SECTION
2014

Name Sherry Sun
NetID ssun995
Group Number: 213
Website Link: http://infosys1102014group213.blogspot.co.nz/p/d1.html
Tutorial Details
Tutor: Day: Time:
Yvonne Thursday 10am
Time Spent on
Assignment:
18 hours Word Count: 1646

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MY SPOT APPLICATION ANALYSIS
INTRODUCTION
A local, and global, issue drivers have in common is often in relation to car parking. Too
much time is often wasted in the process of trying to find a carpark, whether it is to park to
get groceries, to work or and even special events. With an increasing number in car
owndership nowadays this problem becomes more and more of an issue. [1]The Mt Stop
application offers an easy and convenient solution to this problem by allowing drivers to
search, locate, and book a car park so they can be gauranteed a space ready for them when
they arrive; to same them time and have a stressfree experience.
3. BUSINESS SECTION
3.1 Vision
To provide a fast, convenient and stress free experience where users can park their vehicles
and get on with their lives.
3.2 Industry:
Carpark Networking Application Industry
Force: High/Low: Justification:
Buyer power: High There are many other siimilar applications available
on the market for buyers to choose from that offer
similar services. Eg. AA Parking, [2] ParkMate [3]
Parkopedia. [4]These apps offer similar services
such as displaying where nearby carparks are and
displaying suseqent prices. Therefore customers
have a wide range of apps to choose from which
means they have a lot of power.
Supplier power: High In the application field, supplier power is high as
there are only a limited number of choices of

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application purchasing sites offered, eg Apple app
store, Android and Google. And since the goal is to
market the product for most of the population,
coverage over these specific selling points are
essential. In the transportation field, supplier power
is high as we need information, updates and access
to the systems of major carparks. We cannot
choose which carparks to obtain information from
especially the larger carparks such as Downtown
Carpark, or Victoria St carpark as customers will be
searching for these most frequently and it is hard to
locate alternative supply resources.
Threat of new
entrants:
High It is easy for other companies to enter into the
market as the amount of entry barriers is quite low
as it does not require much knowledge, time or
money to start up the business. And as car
ownership and phone usuage increases
internationally, more and more businesses will try
to enter into the market. [5]
Threat of
substitutes:
High Drivers can find other ways to park their vehicle
such as renting a carpark for a period of time or just
manually finding a carpark the old fashioned way.
Other substitue solutions could be can take the bus
or other forms of public traport. And it can be seen
that this is being done already with an already
increasing number of up to 4 percent over the last
year, of Aucklanders using public forms of transport
for various other reasons such as cost, efficiency

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and environmetal reasons too. [6]
Rivalry among
existing
competitors:
High The networking and technology industry is ever-
growing and advancing so it is easy to develop an
upgrade and obtain the first mover advantage with
these small upgrades such as more appealing or eye
catching icons but this competitive advantage is
typically temporary as competitors are quick to
copy these competitive advantages and therefore
the rivalry amongst these competitpors are
constant and high.
Overall attractiveness of the industry: This industry is not attractive overall since all the five
components of Porters Five Forces Model are high. When this occurs it gives us a pretty
good indication of potential treats and problems that might be encountered.

3.3 Customers and Thei r Needs
Customers are often trying to find a carpark but so much time is often wasted. We recognise
and understand that drivers, and passengers, and humans in general are always on the hunt
for the most convenient, time and energy saving solutions. Our target population therefore
is essentally the majority of the the population as this problem not only effetcs drivers, but
passengers too. Our app can be tagrgeted at those who either drive or are driven in vehicles
and in the posession of a smart device These two requirements are becoming more are
more prevalent in the modern society with an expected increase of 61.1% to 69.4% in
mobile phone penetration of the global population. [7] and with around 15,000 extra cars
joining Aucklands roads every year, [8] this problem is becoming more critical. Apps such
like My Spot help address this problem and benefits users by provding a service that will
benefit both them and surrounding users as well.
3.4 The Product and Service

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The My Stop app allows users to create a secure login account with their details and then
available carparks around their region of choice with display nearby carparks and their
availability. Users can then select the preferred time slot in their selected buildling and once
the payment is confirmed, a confirmation email will be sent to the user to ensure a
stressfree and reliable service, leaving the customer satisfied and become a returning
customer or even recommend the app to others. Various safety nets are also put in place
such as carpark security censors to ensure the servie runs as smootly as possible.
3.5 Suppliers and Partners
The two suppliers are the bank branch and software devlopers. The bank offers services that
ensures money and transactions are correctly transferred from customer to business
accounts with the correct rates of interest or loans for optimal profits. Software devlopers
are used for their software networking skills in the devlopment of the app and new features
or upgrades that are required from time to time and to also support the systems and
processes required for the app to run smoothly. The two partners are the carpark main
systems and the App stations. A partnership with major caparks allows us to retrieve the
essential information we need in order to update our apps in real time while we help raise
the popularity and ulitmately, the usage of these carparks with increase in earnings in
return. A partnership with app station means we are ensured the publicity and are provided
with an a medium to sell our service while the obtainement or our services means the
visiting of these stations which increasing the hits of these stations and their earnings as a
result as well.
3.6 Strategy: Differentiation
The overall strategy is differentiation; a high cost strategy aimed at a broad market. Our
stretegy involves higher costs as we aim to deliver a premium service that allows our users
to experience a unique service. Our services are offered to the broader market as opposed
to the narrow market since now that we have up to 15, 000 extra cars joining Auckland
roads every year, the problem applies to a broader market as many now own a smart device
and relate to a private vehicle.

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3.7 Value Chain Activity: Service after sale
The most important value chain activity for this business is service after the sale of our app.
As we want to improve customer satisfaction, we want to make sure our cutomers want to
keep using our app after their first experience and even recommend others. Since engaging
customer is one of the most impornant goals for a business we aim to provide a stress free
experience as promised from our vision statement. Our differnetiation strategy also means
that the broad market can access and provide us with a wide range of views and feedback to
help improve our services and help with competitive advantages,
3.8 Business Processes
3.8.1. CUSTOMER COMPLAINTS PROCESS Various froms of feedback are available for users
to express their thoughts and opinions on our services. Questionaires, online app rates and
comments allow us to sort the feedback to send though the relevant information to
specialised system areas to be sorted and improved to ensure customer satisfaction.












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CUSTOMER COMPLAINTS PROCESS 1 MODEL

start
Send feedback
questionnaire to
customers
Receive feedback
evaluation
Is the feedback
useful or not
delete NO
Arrange
information
YES
Send to customer
service department
End
Evaluation team
Evaluation team
Analysis team
Analysis team
Customer Service
Customer Service





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3.8.2. UPDATING AND MAINTENANCE PROCESS The feedback that is stored in the
maintenance system will be checked monthly to make sure of any updates required. If so, it
will be sent to maintence for testing and improvement and if results come out positive and
successful then the change will be made.
UPDATING AND MAINTENANCE PROCESS 2 MODEL
start
Monthly checking
software support
system
Need to maintenance
Or
Not
Need to updat
Or
Not
NO
Send to maintenance
YES
NO
Send to update
YES
Testing
Is it good
Or
not
NO
End
YES
IT department
IT department


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3.9 Functionalities
3.9.1. MANAGING CUSTOMER COMPLAINTS PROCESS
Recover and value feedback from past users and customers through ratings
comments and questionares.
Analyse and arrange information to send to analysis team and cutomer
servce department.
3.9.2. UPDATE AND MAINTENANCE PROCESS
Check service features are running smoothly and update any new features
from new information.
Advertise new updates features to draw in past customers and new
customers.
3.10 Systems

3.10. 1. CUSTOMER COMPLAINTS SYSTEM This system focuses on the collection of feedback
from customers as it is an important aspect of our value chain activity of service after sale.
The recovery of this data from our various forms of feedback opportunities allow for
analysis of the important information to ensure we hear and satisfy our customers needs to
the parking problem.
3.10. 2. UPDATE AND MAINTENANCE SYSTEM This system focuses on the checking of
features of the service and to ensure its smooth running, with additional updates to be
added to improve our services from the valuable feedback collected . This ensures that our
services are as fast and convenient as out vision states.
3.10. 3. CUSTOMER SERVI CE SYSTEM This system focuses on the obtainment and recruiting
of new customers. With the new and improved featured updated from the maintenace
system that is backed up from the sorted infromation, these new featured can be
advertised to prove to our exsiting customers that we listen to their needs and wants and
satisfy accordingly. This level of high serivce also leaves our customers coming using our
services again and maybe even recommend the app to others.

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3.11. Summary Table: Value Chain to Systems

Value Chain
Activity
Processes Functionalities Specific Information
System(s)
Broad Information
System(s)

Service
After Sale
1. Managing
customer
complaints
process
1. Recover valuable feedback from past
customers through ratings, comments and
questionares.

2. Analyse and arrange information to send to
analysis team and cunstomer service
department.

Customer complaints system


TPS


2. Update and
maintenace
process
1. Check service features are running
smoothly

2. Advertise new featrures to draw im older
customers and newer customers.

Update and Maintenace
systems

Customer service systems


TPS

CRM

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CONCLUSION
Though the analysis of the strategy, main value chain activity and business proccesses
involved in the My Spot app, it can be seen that information technology and information
systems play a major role in the innovation and success or a business. With a value chain
activity such as service after sale we can be sure to analyse all our functions and processes
with these two main components to make sure our application really does provide a fast,
convenient and stress free experience where users can park their vehicles and get on with
their lives.

REFERENCES

1. Cars. by Chamon. Mauoro and Okawa. Retrieved from
http://people.virginia.edu/~yo3t/wp/cars.pdf (Figure 1a and 1b)

2. Application Store advertising app
https://play.google.com/store/apps/details?id=com.theaa.android.parking.
3. Application store advertising app
http://www.wilsonparking.co.nz/go/parkmateand

4. Application store advertising app http://www.parkopedia.co.uk/about-us/.
5. About parking http://www.parking-net.com/about-parking
6. http://fairfaxmedia.newspaperdirect.com/epaper/viewer.aspx
7. Smartphone users worldwide by anonymous
http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175-
Billion-2014/1010536
8. ( Auckland Council. Chapter 13 Aucklands Transport. The Auckland Plan. Retrieved
from http://theplan.theaucklandplan.govt.nz/aucklands-transport/ ).